Search results

The purpose of this paper is to examine intrinsic and extrinsic food quality characteristics and the relative importance placed on these characteristics by different consumer segments. Moreover, relationship between segments of consumers and consumption frequency of differentiated food products (traditional, functional and organic) was analysed.

A three-stage stratified random sampling approach was employed and data were collected via 500 face-to-face interviews conducted in respondents’ homes. A version of the Food Choice Questionnaire was used to examine the motives of consumers’ underlying food choices. The collected data were analysed by factor analysis followed by cluster analysis.

Four factors were identified: health and sensory characteristics, price and availability, body weight and digestion, and convenience. Resulting clusters were named as: healthy and tasty food lovers, convenient, concerned, and indifferent consumers. Differences were identified between the segments according to consumers’ frequency of consumption of the different types of food products.

The findings have impact implications for food producers and distributors in developing communication strategies for consumer segments with different attitudes and motives. The findings of this study not only contribute to the organic, traditional, and food with health claim literature, but also help industry, government, and consumer associations fully understand consumer perceptions of intrinsic and extrinsic foods characteristics and enhance consumers’ responses to the different types of food products.

The study represents one of the first assessments of the importance of food quality characteristics, segmentation, and consumption frequency of traditional, organic, and functional food products in Central and Eastern Europe.

The purpose of this paper is to examine the role of small- and medium-sized enterprises’ (SMEs) domestic network structural attributes on their ex post internationalisation strategic innovation and adaptiveness in the host country.

The model fit of SME domestic network structural attributes and their ex post international performance was examined using structural equation modelling on data gathered from a sample of 263 SMEs from Croatia, a transition and emerging economy. Hierarchical regression analysis was further performed to test both the direct and moderating effects.

The study revealed that domestic network informality (DNF) moderates the link between SME domestic network centrality and their international innovation. Similarly, the findings show that DNF strengthens the negative association between domestic network density and SME international innovation and strategic adaptiveness. Moreover, the study did not find any direct impact of these domestic networks’ structural attributes (density and centrality) on SME international innovation and strategic adaptiveness.

Scholars have emphasised the importance and urgency for further research attention on the role of networks on SMEs’ internationalisation activities from emerging economies. This study responds to this call, and to the knowledge of the authors, is the first to examine the role of domestic network attributes on SME international performance in emerging economies. The findings provide new insightful contributions to the social network perspective and the international entrepreneurship literatures.

Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural identity has traditionally been studied primarily in a consumer’s country of origin, neglecting its potential relevance for understanding the consumption choices of sojourners and expatriates. This paper aims to investigate how the length of stay (LOS) in a foreign country, as a manifestation of local identity, shapes expatriate consumers’ food brand preferences.

This study draws on social identity theory and cultural branding literature to examine the mechanisms through which local identity drives preference for local food brands among expatriate consumers. Data from a cross-sectional survey of 180 USA and UK expatriates living in the Greater Middle East were analysed using structural equation modelling.

Local identity (measured through LOS in the host country) appears to exert an indirect effect on the consumption of local food brands through social ties with a local community. Next, social ties with a local community enhance local food brand preferences (LFBP) and this relationship is fully mediated by the global food brand preference (GFBP) where GFBP weakens the preference for local food brands and vice versa. In addition, the heterogeneity of interplay effects between local and global food brands can be attributed to the local food brand value signalling. The study finds that the higher perceived value of local food brands lowers the negative impact the GFBP has on LFBP and vice versa. The hypothesized effects in the model remain robust when controlling for moderating effect of age and the expatriate’s country of origin.

The current study investigates the consumer behaviour of the expatriate consumer segment. As this study focuses only on expatriates currently living in countries of the Greater Middle East, its findings should be tested in other regions and with diverse subject samples.

Expatriates should not be treated as a uniform consumer segment but, instead, should be evaluated as unique individuals whose inclination towards local food brands depends on their: ability to establish and verify their local identity through developing social ties with the local community and reliance on global food brands. Moreover, findings demonstrate that brand managers should focus on increasing their perceived value by showcasing quality, reliability, innovation and performance, factors that reassure expatriate consumers when choosing local, over global food brands.

This study goes beyond the traditional focus on local identity in the domestic setting and sets out to investigate the chain of effects on LFBPs in the expatriate setting. Empirical evidence shows that an expatriate’s higher integration in a local community via social ties confirms their local identity, and thus exerts a stronger impact on a preference for local food brands. The study’s results demonstrate that the preference for local food is dependent on an expatriate consumer’s reliance on global food brands and the impact of global food preferences on local food preferences is moderated by the perceptions of the local food brand value. Additionally, findings suggest that the negative effects of global food brands are stronger for older expatriates and expatriates coming from the USA.

An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents.

Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions.

Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals.

The field experiment lasted for only two weeks and focused on seasonal produce.

PoS materials offer a low cost intervention for modifying consumer behavior in stores.

The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.

Drawing on a representative survey, this paper aims to identify the determinants of functional food consumption in Croatia. The objective is to introduce and test a conceptual model that four sets of factors (food choice motivations, demographic and socio-economic characteristics, knowledge of functional food and health status) underpin variations in functional food consumption.

Data were collected via face-to-face interviews conducted in respondents' homes. Consumption of functional foods is modelled as a bootstrapped ordered probit model.

Results confirm the significant influence of all four sets of factors for explaining variations in functional food consumption. Heavier users of functional food are those that place a greater weighting on health and convenience in food choice. In contrast, the salience of familiarity in food choice is negatively related with functional food consumption. Females and those with higher levels of educational attainment are heavier consumers of functional food. While perceived health status appears not to have any significant relationship with functional food consumption, there is a link with body mass index. Functional foods appeal most to those concerned about their health and desire convenient, “quick fixes”. Such “quick fixes” may however be employed at the expense of more fundamental adjustments to diet and fitness, which may provide the basis for superior overall disease prevention/health promotion.

The study represents one of the first assessments of functional food consumption in Central and Eastern Europe, introducing and testing a comprehensive conceptual model.

The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia).

A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies).

Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy political relationships. Transnational brands, however, appear immune to much consumer ethnocentrism.

Firms from the region face significant barriers to creating standardised brand images across the successor states of the Socijalistička Federativna Republika Jugoslavija. While strong in their home markets, the socialist era brands are rarely suitable platforms for international market entry in the region. The dangers of conflating “Western” with foreign in international branding research are documented.

The case illustrates the role qualitative research can play in understanding variations in perceived brand image across international markets. It evaluates the utility of Kapferer’s approach to brand identity. The concept of origin hierarchies is introduced and the inadequacies of international marketing research that relies on a simple domestic versus foreign dichotomy are documented.

The purpose of this paper is to provide an organizing lens for viewing the distinct contributions to knowledge production from those research communities addressing the impact of competitive strategy on company performance in general, and the influence of cost leadership and differentiation strategy on organizational performance in detail.

The research methodology was based on the PRISMA review, and thematic analysis based on an iterative process of open coding was analyzed and then the sample was analyzed by illustrating the research title, objectives, method, data analysis, sample size, variables and country.

The main factor that influenced the competitive strategy is strategic growth; strategic growth has a significant influence on competitive strategy. Furthermore, competitive strategy will boost firm network, performance measurement and organization behavior. In the same way, the internal goal factor will enhance organizational effectiveness. Also, a differentiation strategy will support management practice factors, strategic positions, product price, product characteristics and company performance.

This study contributes to the literature by identifying a framework of competitive strategy factors, company performance factors, cost leadership strategy factors, differentiation strategy factors and competitive strategy with global market factors. This study provides a complete picture and description of the resulting body knowledge in competitive strategy and organizational performance.